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Food & Beverage

Miller's Famous

Branding Miller’s Famous Sandwiches to Scale

Rhode Island-based Roast Beef company, Miller’s, set out to franchise their long standing sandwich shop. We set out to take their mom and pop feel and give them a brand identity that could scale into the franchise space. We were careful not to lose any hard earned brand integrity and took inspiration from where the brand began.

Services

Brand Strategy

Identity Design

Packaging

Art Direction

Campaign

Food & Beverage

Miller's Famous

Branding Miller’s Famous Sandwiches to Scale

Rhode Island-based Roast Beef company, Miller’s, set out to franchise their long standing sandwich shop. We set out to take their mom and pop feel and give them a brand identity that could scale into the franchise space. We were careful not to lose any hard earned brand integrity and took inspiration from where the brand began.

Services

Brand Strategy

Identity Design

Packaging

Art Direction

Campaign

The Challenege

Over the course of 50 years, Millers’ mark had changed a number of times in ways that pulled them away from their roots and their overall brand identity. We were challenged to bring them back to where they started in a way that felt modern and ownable.

Our Approach

We gave their original 1960s mark some TLC and simplified their color palette to create a fun and charming identity. The way comfort food should be.

Logomark & Type

The new mark became a unifying force across brand collateral. The hand-designed typography inspired the hand-drawn characteristics of the illustrations. With Miller’s being so involved in the community and a local favorite since 1968, it was important to weave a human touch throughout the brand expression.

Illustration

Millers was in need of ownable elements that created a new level of brand recognition. Each illustration aims to personify the community’s love for Millers while playing off clever language.

Photography

It was important to capture Miller’s signature Roast Beef in a way that could work across all of the signage and materials key for a franchised brand. This means our food photos needed to look enticing at all sizes, from menus to billboards. We think they speak for themselves!

Outcomes

Ultimately, we were able to provide Miller’s with a fresh brand identity that can work both at a local and national level. Their colors, logo, and typographyset them up to stand out in a saturated space. The vintage feeling provides the proper nod to Miller’s history while still embracing a simplicity and modern approach that scales.

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Rugged Coastal is a story-led brand identity and design studio based in Portland, Maine. We create narrative-driven identities, websites, packaging, and campaigns for brands across New England and beyond.

10:11:30 PM

52 Center Street
Portland, Maine
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Rugged Coastal is a story-led brand identity and design studio based in Portland, Maine. We create narrative-driven identities, websites, packaging, and campaigns for brands across New England and beyond.

10:11:30 PM

52 Center Street
Portland, Maine
Work
Studio
Contact
Instagram
LinkedIn

Rugged Coastal is a story-led brand identity and design studio based in Portland, Maine. We create narrative-driven identities, websites, packaging, and campaigns for brands across New England and beyond.

10:11:30 PM

52 Center Street
Portland, Maine